Dynamically Variable Advertising Incentive Rewards in Online Games

1. A method comprising: identifying sponsored content for in-game presentation on a client device associated with a player of a computer-implemented game; identifying an attribute of the player; in an automated operation based at least in part on the attribute and performed using one or more processors configured to perform the automated operation, determining one or more custom reward properties of an in-game reward associated with the sponsored content, the one or more custom reward properties including a customized quantum of an in-game benefit available to the player for interaction with the sponsored content, the determining including the operations of: calculating an interaction probability for the player based at least in part on the attribute of the player, and determining the customized quantum by, based on the calculated interaction probability, adjusting a base value corresponding to the reward, such that lower values for the calculated interaction probability result in higher values for the customized quantum; and in an automated operation performed using one or more computer processor devices configured therefor, offering to the player the in-game reward as incentive for interaction with the sponsored content by causing display of the in-game reward in a game interface on the client device, the offered in-game reward having the one or more custom reward properties.

2. The method of claim 1 , wherein the calculating of the interaction probability comprises statistical correlation of the attribute of the player to historical interaction data that indicate historical behavior of multiple players with respect to sponsored content.

3. The method of claim 1 , wherein the calculating of the interaction probability comprises: identifying a set of attributes of the player; and performing statistical analysis of historical interaction data for multiple players based on the set of attributes of the player, to estimate a historical rate of interaction with sponsored content by players having a respective set of attributes substantially corresponding to the set of attributes of the player.

4. The method of claim 1 , further comprising: identifying respective sets of player attributes for multiple players of the computer-implemented game; monitoring in-game behavior of the multiple players with respect to historically presented sponsored content within the game; and compiling historical interaction data that indicates respective outcomes of sponsored content presentation to the multiple players, the respective outcomes being linked to the corresponding sets of player attributes.

5. The method of claim 1 , wherein the one or more custom reward properties comprises a custom benefit type available to the player for interaction with the sponsored content, the determining of the one or more custom reward properties comprising selecting the custom benefit type for the in-game reward from a predetermined plurality of benefit types.

6. The method of claim 5 , wherein the selecting of the custom benefit type is such that there is an inverse relationship between an in-game value of the custom benefit type and the calculated interaction probability.

7. The method of claim 1 , wherein the attribute of the player comprises historical behavior of the player.

8. The method of claim 7 , wherein the historical behavior comprises historical gameplay behavior of the player.

9. The method of claim 7 , wherein the historical behavior comprises historical interaction behavior of the player with respect to historical sponsored content.

10. The method of claim 9 , wherein the historical interaction behavior comprises a level of completion of activities associated with the historical sponsored content.

11. A system comprising: a sponsored content module configured to identify sponsored content for in-game presentation on a client device associated with a player of a computer-implemented game; a player attribute module configured to identify an attribute of the player; and a reward module configured to: determine one or more custom reward properties of an in-game reward associated with the sponsored content, the one or more custom reward properties including a customized quantum of an in-game benefit available to the player for interaction with the sponsored content, the determining including the operations of: calculating an interaction probability for the player based at least in part on the attribute of the player, and determining the customized quantum by, based on the calculated interaction probability, adjusting a base value corresponding to the reward, such that lower values for the calculated interaction probability result in higher values for the customized quantum; and offer to the player the in-game reward as incentive for interaction with the sponsored content by causing display of the in-game reward in a game interface on the client device, the offered in-game reward having the one or more custom reward properties.

12. The system of claim 11 , wherein the reward module is configured to calculate the interaction probability based at least in part on statistical correlation of the attribute of the player to historical interaction data that indicate historical behavior of multiple players with respect to sponsored content.

13. The system of claim 11 , wherein the one or more custom reward properties comprises a custom benefit type available to the player for interaction with the sponsored content, the reward module being configured to determine the one or more custom reward properties based at least in part on selecting the custom benefit type for the in-game reward from a predetermined plurality of benefit types.

14. The system of claim 11 , wherein the reward module is configured to determine the one or more custom reward properties by performing operations that include determining a plurality of custom properties for the in-game reward based at least in part on the attribute of the player.

15. A non-transitory computer readable storage medium including instructions for causing a machine, when the instructions are executed by the machine, to perform operations comprising: identifying sponsored content for in-game presentation on a client device associated with a player of a computer-implemented game; identifying an attribute of the player; in an automated operation based at least in part on the attribute and performed using one or more processors, determining one or more custom reward properties of an in-game reward associated with the sponsored content, the one or more custom reward properties including a customized quantum of an in-game benefit available to the player for interaction with the sponsored content, the determining including the operations of: calculating an interaction probability for the player based at least in part on the attribute of the player, and determining the customized quantum by, based on the calculated interaction probability, adjusting a base value corresponding to the reward, such that lower values for the calculated interaction probability result in higher values for the customized quantum; and offering to the player the in-game reward as incentive for interaction with the sponsored content by causing display of the in-game reward in a game interface on the client device, the offered in-game reward having the one or more custom reward properties.